Over 65,000 calls have been made to help find a missing Home & Away character
A marketing campaign that aims to emulate the “true-to-life trauma and action” of a real missing person search, and apply it to a Home and Away character, has been a massive success for the long-running show.
The ‘Bring Eden Home’ campaign builds off the Home and Away season cliffhanger, in which a character was knocked out cold and bundled into a boot, after stumbling across criminals digging a forest grave – your typical frothy soap opera fare.
To keep fans hooked over the break, and “build engagement with light and lapsed viewers”, the Seven Network marketing and audience team launched the campaign, with on-air promotions, missing person posters plastered all over social media, and a 1800 number where viewers can hear Eden’s final phone call.
Fans dialled the number 28,244 times over the first 24-hour period, with 65,695 phone calls logged in just six days.
“We’re thrilled with the engagement and impact this campaign has driven so far and excited to spearhead an immersive, out-of-the box creative campaign for Home and Away,” said Larissa Ozard, Seven’s director marketing – brand, product and trade.
“It’s in no small way thanks to some brilliant creative from Nina Kendall and execution by Marni Crutchley and team, who have been able to deliver a campaign to get the nation talking while sweating earned and owned channels.”
By the way, that number to call is 1800 066 816. Make sure to ask your parent or partner’s permission before calling.
Got a tip?
Nathan Jolly is the Deputy Editor of Mumbrella. He joined the team in July, 2023.
Linkedin
The video TV ads are disgustingly insensitive. They should have kept this to their social media pages.
User ID not verified.
This is a really terrible campaign. As someone who has actually lived this – desperately searching for a missing loved one who has never been found – I find this disgusting. Glad 7 is so thrilled with their engagement.
User ID not verified.
Maybe if they continue this add campaign they might consider putting up faces of real missing persons which would be much more appropriate
User ID not verified.
Ask your partners permission?
User ID not verified.
Absolutely disgusting to use a situation that many families go through IN REAL LIFE as a sick campaign for advertising.
Can’t believe you did this.
User ID not verified.
I hope this is a free call number
User ID not verified.
Dear home and away I wish Edam to be saved
User ID not verified.
It’s not appropriate to set-up a fake helpline.
Most ridiculous storyline ever.
User ID not verified.
Come home, Edan, we miss you . Cash is a mess as it’s all his fault he is a policeman, and he should have protected you.
User ID not verified.
the details on the bottom of the screen state its a premium call and thus is charged accordingly.so its just a disgusting money grab aimed at an incredibly heart wrenching issue for families
User ID not verified.
Have your say